Entry 2_Trần Văn B

Entry 2

Understanding advertising messages

Components			Contents
1	Source		Soesman
2	Target Audience		Dutch people who do not know English language
3	Medium (Media)		Broadcast on TV
4	Context		Nowadays in Netherlands
5	Objectives		Create the need to learn English for Dutch people
6	Message	General selling proposition	If you don’t know English, you may accidentally encounter awkward situations in your life.
		Product attributes	Train your language skill
		Customer benefits	Understand English as a foreign language
		Personal values	Knowledge, Self-honor.
7	Message execution	Description	A family of grandparents or parents and 2 children get in a car. The man turns on the radio. There is as English song from the radio with bad words. The family seems not to understand the lyric, they begin to enjoy the loud music and drive away. At the end of the clip, there is the offer “Wanna learn English?” and the name of the language training centre.
		Execution style(s) Rhetorical device(s)	Humorous
8	Evaluation		Personally: very funny, still there is a bit bad impression due to the rude words.

ITEM 1: “Learning English” advertisement

ITEM 2: “ZaZoo condom” advertisement

Components			Contents
1	Source		ZaZoo (condom company)
2	Target Audience		Men (especially who do not like to have children)
3	Medium (Media)		Broadcast on TV
4	Context		Unclear
5	Objectives		To persuade men to use condom
6	Message	General selling proposition	If you don’t use condom, you may have a child. Then you may get in trouble everyday if your child is naughty.
		Product attributes	Prevent you from having unexpected children
		Customer benefits	Safe sexual life
		Personal values	Freedom
7	Message execution	Description	A young man and his son are shopping in a super market. The kid wants to buy sweets but the father doesn’t agree. Hence, the boy begins to yell and expresses his anger by throw products in the market. The young father shows his tiredness as he cannot do anything to stop the son.
		Execution style(s) Rhetorical device(s)	Mood/Image Humorous/Overstatement
8	Evaluation		Funny and convincing. The ad can evoke the fear of having unexpected children.

ITEM 3: “Companhia Athletica” advertisement.

Components			Contents
1	Source		Companhia Athletica
2	Target Audience		Overweight people
3	Medium (Media)		Broadcast on TV
4	Context		Unclear
5	Objectives		To persuade people to participate in the health and fitness centre.
6	Message	General selling proposition	You may be overweight. Get in shape by take part in our health and fitness company.
		Product attributes	Help you to loose weight
		Customer benefits	Get fit ted
		Personal values	Health, fitness
7	Message execution	Description	A baby is crying. A fat man without shirt, may be the father, comes to hold the baby in his arms. The baby is hungry and thinks the breasts were the mother’s because they are big. So the baby begins to suck the father’s breasts.
		Execution style(s) Rhetorical device(s)	Humorous Overstatement
8	Evaluation		Hilarious and interesting